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Foton Motor, recognized as China's first commercial vehicle brand, currently holds the top position in the domestic commercial vehicle market and has become a key player among Chinese auto brands. Over the past decade, Foton has made remarkable progress, evolving from a single product line to a comprehensive range of commercial vehicles. Recently, Foton Motor ranked 42nd in the "China's 500 Most Valuable Brands" list with a brand value of 17.538 billion yuan, solidifying its status as one of the industry’s top three brands, particularly in the commercial vehicle sector. The recent partnership between Foton and Mercedes-Benz has further elevated its profile in the automotive world.
In the second half of last year, Foton and Mercedes-Benz signed a cooperation memorandum, aiming to establish a joint venture that will adopt a “dual-brand†strategy: Mercedes-Benz focusing on high-end models, while Auman targets the mid-to-low end. This collaboration represents an innovative model for Chinese auto joint ventures. Daimler plans to integrate Auman into its global brand strategy, leveraging Mercedes-Benz’s technology, products, and management expertise. With this support, Foton is expected to capture 30% of the domestic light truck market.
While many consumers are familiar with Foton’s commercial vehicles like the Time Light Truck and Auman, the Shanghai Auto Show showcased the brand’s broader capabilities, including SUVs, pickups, MPVs, and more. Models such as Zhongou Kaouman, Light-card Omar, Ao Ling, and the Futian SUV left a strong impression on attendees, who were surprised by the breadth and quality of Foton’s passenger car lineup.
One of Foton’s standout models is the Mengpike, a high-end MPV that has gained popularity for its advanced third-generation chassis technology and superior handling. In 2007, it was launched in Spain and received praise from IOC Honorary President Samaranch. Foton also plans to introduce a high-end MINIVAN codenamed “C2†in early 2008. With a spacious interior, impressive safety ratings, and cost-effective performance, C2 is set to make a strong impact in the market.
Zhao Jingguang, Deputy Secretary of Foton Motor’s Party Committee, emphasized the company’s commitment to both commercial and passenger vehicles, maintaining its leadership in light trucks and medium/heavy trucks.
Foton has developed a unique innovation model called “integrated knowledge, linked innovation,†where each product is the result of combining cutting-edge technology and market resources. According to Fu Xuetian, Deputy General Manager and Chief Designer, Foton collaborates with core suppliers through a “Synchronization Development Consortium,†which includes partnerships with companies like Hefei Yanfeng Visteon, Fast, Dandong Shuguang Axle, and Weichai Power. These collaborations have shortened development cycles and reduced costs.
Internationally, Foton has partnered with Cummins, forming Beijing Foton Cummins Engine Co., Ltd. This joint venture produces high-performance, low-emission diesel engines meeting Euro III and IV standards. Additionally, Foton has established extensive R&D collaborations with foreign institutions such as AVL (Austria), Lotus (UK), MIM Design (Japan), Motorola (USA), and Eaton (USA).
According to Foton’s “Eleventh Five-Year Plan,†the company aims to sell 800,000 to 1 million units annually by 2010, with over 20% of sales coming from overseas, and revenue reaching 60 to 80 billion yuan. To achieve these goals, Foton focuses on building system competitiveness through talent, R&D, branding, and services.
Talent is at the heart of Foton’s innovation. The Futian Automotive Engineering Research Institute is home to several returning experts, including Yan Xuebin, Ye Qingqing, Tan Fangping, and Ren Qilong. Yan shared that Foton’s flexible and efficient development mechanism and growth potential were key factors in his decision to join.
These technical leaders have significantly boosted Foton’s R&D capabilities. From 2003 to 2005, Foton upgraded eight major brands, including Auman, Omar, and Legend of Foton, achieving leading levels in NVH technology and automotive noise pass rates.
Foton also emphasizes effective management, with Zhang Bin, Director of Futian Automotive Brands, stating that the company produces not only physical vehicles but also intangible brand value. Through systematic brand operations, Foton has developed a unique BIS (Brand Identity System) to enhance brand equity.
Finally, Foton supports its brand reputation with a robust service network, including 3,300 domestic service stations and a large call center. The Foton Automobile Call Center handles over 4,000 daily inquiries with a 95% connection rate, making it one of the largest in the domestic auto industry.
With continuous innovation, strategic partnerships, and a focus on quality and customer satisfaction, Foton Motor is well-positioned to lead China’s automotive industry and expand its global influence.
October 10, 2025